While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
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Though e-retailers may have to scramble to adapt to a rapidly evolving marketplace, she adds that it’s important to remember the bright spot amidst the second half’s gloom-and-doom news of dot-com closings. Wall Street may have turned its back on dot-coms, but the party’s just starting on Main Street, where all projections show consumers are flocking to online shopping in increasing numbers. “The opportunity,” she says, “is bigger than ever.” That is, if retailers’ marketing tactics and business strategies evolve in the right direction.